Written By Barbara K. Mednick, Online PR Expert

It’s now 2010 and do you know what period of marketing we’re currently in? According to marketing & PR guru Larry Weber, we’re in the era of the social web — the third period of marketing. This period includes online and offline PR and marketing strategies and tactics.

Marketing to the Social Web

In his new book, “Marketing to the Social Web: How Digital Customer Communities Build Your Business”, author Larry Weber talks about the need to make the transition from the old marketing to the new marketing of the social web. Weber has spent the past three decades leading such global communications companies as Weber Shandwick Worldwide and the W2 Group.

Periods of Marketing

According to Weber, the first period of marketing was when national publications, national radio, and national television led to the rise of mass marketing. The second period, which is just about over, saw the rise of direct marketing through direct mail, telemarketing and catalogs.

Embrace New Reality

Now, we’re in the third period of marketing; the era of the social web. Weber explains that “your customers and potential customers are more in control of what they read, hear and watch. And, not only do they want to talk to other people, they want you – the marketer – to listen to them. It’s time to embrace this new reality. But how do you make the transition from the old marketing to the new marketing of the social web?”

Old vs. New Marketing Mindset

What are the differences between the traditional marketing of yesterday and the new marketing of today and tomorrow? Well, plenty. Before I highlight the changes, keep in mind that the role of marketing and PR has not changed; but the techniques that were successful in the past will be less and less effective in the future.

For example, the “old marketing mindset” was to use one-way, one-sided communication to tell the brand story. The “new marketing mindset” is to nurture dialogue and relationships; be more transparent, earn trust and build credibility.

Content Marketing Builds Credibility

In other words, interruptive, “tell-and-sell” marketing is a thing of the past. That’s why content marketing, which focuses on presenting information in relevant and compelling ways, is an effective way to earn trust and build credibility in the era of the social web.

Growth in Content Marketing

A recent spending report from Junta42 showed that six in ten marketers are planning to spend significantly more on content marketing in 2010. This includes such things as:

• White papers
• eBooks
• Print and e-newsletters
• Webinars
• Case studies & testimonials
• E-learning series
• Articles
• Blogs
• Podcasts
• Virtual trade shows

Information, Insight, Solutions

Customers and prospects are looking for information, insight and solutions to their problems. By the time they are ready to talk to you, they will have the information they need about your company or organization and your products and services.

Tips for Content Marketing

Click-Documents put together the following “Top 10 Tips for Content Marketing in 2010″ based on the trends they saw in the predictions:

1. Interruptive, “tell-and-sell” marketing is a thing of the past
2. Don’t follow the crowd
3. Get visual
4. Grow more ears
5. Think about engagement
6. ROI realities emerge
7. Don’t forget the recession
8. Scale back the volume; it’s quality that matters
9. Understand your sales process and funnel
10. Find the writers inside your organization